The Coty-owned brand will sponsor the weeknight evening show presented by Rich Clark and Kat Shoob, as well as a regular live music slot “Studio Sessions from the Rimmel Room”.
Rimmel London’s marketing manager Natalie Moon says the partnership comes in a “busy year” that will see two new brand ambassadors, models Georgia Jagger and Coco Rocha, and a “line-up of new product launches”.
The cosmetics brand aligns itself with the capital’s fashion scene in its marketing with its “get the London look” strapline. It recently launched a campaign site to host content for London Fashion Week.
As part of the Capital sponsorship, the show’s presenters will give away tickets to see some of the live sessions, which will feature new and established artists.
The agreement also sees the introduction of a new feature, “what’s hot and what’s not”, where Shoob lists which of London’s fashion and beauty developments are “hot”.
The Global Radio-owned station recently registered a 12.5% leap in listener numbers. The station had 1.8 million listeners each week in the final quarter of 2009, up from 1.6 million in the last three months of 2008, according to Rajar.
The sponsorship deal with Rimmel follows research that suggested sponsorship and promotion tools such as competitions and live brand mentions by DJs are a more effective way of boosting recall and impression of the brand than spot advertisements.
The Rimmel sponsorship was brokered by OMD. It starts on 1 March.